You’re My (VR) Hero
Hero Zone Aims to Make VR “Compact, Weekend-Proof and Profitable”
The emergence of virtual reality a decade ago attracted a new generation of bold entrepreneurs who saw the arcade and FEC markets as ripe ground for innovation. However, building a successful product, let alone an enduring company, in the amusement industry requires more than a new idea – it requires a balancing act of understanding what consumers expect in the ever-evolving gaming market while responding to the unique needs of operators.
A handful of companies have successfully walked this tightrope. If you measure success by the number of operators and locations, there might be no more successful company than Hero Zone. Headquartered in Genk, Belgium, Hero Zone has been in business since 2019, growing from a small R&D team into what they say is now the largest network of compact free-roam VR arenas. Its system is featured in over 400 locations in 46 countries, which compared with reported numbers from others makes it the most popular free-roam VR attraction in the industry at the present time. And its pace of growth is still accelerating, a testament to its commitment to both operator and player satisfaction.
Reliability and Support
Hero Zone’s approach to development draws inspiration from its community of VR arcade operators, who agree to alpha- and beta-test games in public before they’re released into production. These are some of the most tech-savvy and hands-on operators in the world. They provide feedback on bugs, game mechanics, and player issues directly to Hero Zone’s development team, which continuously updates the game software.
This rinse-and-repeat process doesn’t end until the comments do, at which point they release the update to the entire network of 400 locations. Such a meticulous approach has enabled Hero Zone to consistently exceed operator expectations, the company says.
Hero Zone complements this development strategy with an equally robust community-driven support system. They’ve developed a platform that has been optimized over five years, ensuring stability and simplicity in day-to-day operations. The result is fewer technical support requests and minimized downtime, maximizing revenue potential for every square foot of valuable arcade space.
Hero Zone founder and CEO Sebastian Malavasi highlights their distinctive, community-driven support approach: “Our real strength lies in our vibrant operator network. We’ve created a community where people actively help one another solve issues, share operational tips, discuss marketing strategies, and exchange pricing ideas. When operators have questions, our Discord server often provides immediate answers from peers who’ve faced similar situations. Our community serves as the first line of tech support, fostering transparency and a collective spirit of collaboration.”
In addition to the Discord server, operators can also access Hero Zone’s dedicated technical support via instant messaging platforms like WhatsApp or traditional email.
One operator in Ireland, Zach Othman of Zero Latency, noted, “After the other games I’d been running hit a snag at Gamer Fest Dublin, I switched to Hero Zone because I knew it would just work – instant setup, flawless play, and a thrilled Quantum Arena crowd.”
Party in the Hangout
One of Hero Zone’s most innovative features is the “Hangout.” It turns downtime between sessions into high-value, immersive play. Once guests put on their headsets, they find themselves in a virtual arcade, where they can play arcade games, eat virtual pizza, and even shoot targets with a toy suction cup gun.
“Before Hangouts existed, the first player would wait in the dark for the other players to put on their headsets,” explained Sebastian. “Now, each player is immediately dropped into the Hangout, where the fun starts right away. This makes life easier for the operator too, eliminating the stress of ensuring everyone is set up quickly.”
Hero Zone has added another feature that has become an operator favorite. Party Mode turns the Hangout into a birthday party, complete with virtual balloons, party hats, and even a cake.
“It’s interesting how the Hangout has become such an essential pillar of the free-roam industry,” added Aziza Jarnija, Hero Zone’s sales director. “We created it without giving it much thought, but it quickly became our main selling point.”
Another feature of the Hangout is called Multi-Session Mode. When all the players are in the arena, they get to vote on which game they want to play. This feature set changes the operating landscape for VR attractions, the company says. Instead of selling one game at a time, operators can sell arena time in 30, 45, and 60-minute increments.
“Multi-Session Mode is a lifesaver for running things efficiently,” said Sean Ong of Dimension XR. “I wish all systems had that.”
With the Hangout and Multi-Session Mode making operations so efficient, operators are reportedly installing multiple arenas in a single location to increase capacity and accommodate larger groups and parties. One well-trained attendant can manage two or more arenas, putting Hero Zone in the realm of laser tag when it comes to party attractions.
“The Hangout started as a simple idea”, said CTO Joost Vanhoutte. “We never anticipated it would revolutionize free-roam VR. We are instantly immersing players, reducing operator stress, and proving that the simplest ideas can reshape an entire industry.”
On the Road
Mobile VR setups are also apparently gaining popularity due to Hero Zone’s ease of setup and operation. A slew of operators are taking VR out into the world. In just 15 minutes, they set up Hero Zone at gaming conventions, corporate events, community centers, and even in-home birthday parties. The company says it’s one of their fastest-growing markets.
For FECs, Hero Zone’s portability means that event and other multi-purpose spaces can become a high-earning free-roam arena on demand.
“Hero Zone has a game for every party, and it’s built for mobile events – resize the arena on the fly, add headsets mid-game with one click, and tap into a ton of features,” said Val Tislers, the owner of Laser Go Virtual Reality. “Despite all the VR options today, Hero Zone is still my must-have.”
Game Options
Hero Zone has always focused on family-friendly games. They currently offer 10 titles, but the three most popular account for 70% of play. Of course, their new games are expected to give those three a run for their money.
In the first of these, Plush Rush, you’re a small toy hero in a gigantic bedroom, where you and your friends must band together as the last guardians to defend a child’s precious sweets from mischievous toys who’ve been mysteriously possessed and are determined to steal them away. Indie studio VRilliant developed Plush Rush as a PCVR game. They’ve given the entire Unreal Engine project to Hero Zone, who ported it to run on standalone headsets.
Roland Arato, founder of VRilliant, highlighted how Plush Rush aligns perfectly with Hero Zone’s family-centric approach, saying: “Hero Zone’s specific focus on family-friendly entertainment centers makes Plush Rush an ideal match. Their platform offers an intuitive user interface and targeted content, creating an excellent environment for our game.”
Added Hero Zone’s Sebastian: “It uniquely stands apart from other shooter games on Hero Zone by being very child-friendly – you’re a teddy bear shooting a toy gun at other toys. Some locations try to avoid shooter games for kids. Plush Rush isn’t just child-friendly, it’s based on a child’s imagination.”
Hot New License
Hero Zone recently stepped into new territory with the introduction of Terminator: Uprising, in partnership with StudioCanal, a global media and entertainment company.
“Working with the Terminator 2 IP has long been a dream for our team,” Sebastian said. “Not only does it hold immense potential for thrilling gameplay, but as passionate fans ourselves, we’re committed to delivering a truly exceptional, cinematic experience. Players will collaborate in the epic future war against Skynet, experiencing authentic world-building inspired by Terminator 2, combined with exciting new elements and meticulous attention to detail.”
Valerie Rolandez-Barrios from StudioCanal added: “We’re thrilled to partner with Hero Zone to bring the iconic Terminator universe into the immersive VR space. Their passion for the IP, dedication to authenticity, and ability to create memorable shared experiences makes them an ideal collaborator to bring Terminator to life for both long-time fans and new generations alike.”
As Hero Zone looks beyond Plush Rush and the forthcoming Terminator title later this year, the roadmap stays deliberately narrow and focused, the company said.
“We don’t want to lose the core of our studio, which is creating our own experiences – that’s what we excel at and love doing,” Sebastian explained. “Branded IPs will play a role, but Hero Zone must remain a highly exclusive, curated library. More games don’t necessarily make a better player experience.”
With a handful of trusted partners and “groundbreaking innovations we can’t disclose yet,” the company is betting that less but better will keep operators profitable and guests coming back.
For more information on Hero Zone, visit www.herozonevr.com.